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What Does Your Brand Sound Like?
Sales & Marketing Digital ArticleThe unrealized marketing advantage of audio. -
Why Baseball Seats Should be Priced like Airline Tickets
Pricing strategy Digital ArticleMore than half of Major League Baseball teams are using dynamic pricing. Others should follow. -
How to Penetrate the US Market
Marketing Digital ArticleAccounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […] -
A New Way to Define Value in Drug Pricing
Pricing strategy Digital ArticleAn online tool takes objective and subjective factors into account. -
Authenticity: Is It Real or Is It Marketing? (HBR Case Study and Commentary)
Organizational Development Magazine ArticleMarty Echt, the new head of marketing at Hunsk Engines, is determined to bring the motorcycle maker back to its roots. He says it's not enough to project... -
The Sales Playbook of Successful B2B Teams
Sales & Marketing Digital ArticleAlways be data-driven. -
Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
Luxury Branding Below the Radar
Sales & Marketing Magazine Article"Inconspicuous consumption"--elite consumers' affinity for discreet rather than traditionally branded luxuries--has become a global phenomenon. Work by... -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Managing Your Reputation in a World of Crowdsourcing
Marketing Digital ArticleJimmy Wales, the founder of Wikipedia, got flack recently because he took special interest in a page about somone he was dating. The Wikipedia community will get over it, but the kerfuffle calls into question reputation, quality, and the very veracity of the site itself. This would be a salacious detail only of interest to […] -
Research: Consumers Choose Shared Experiences Over Quality Ones
Sales & Marketing Digital ArticleUnderstanding why can help marketers boost their customers' satisfaction. -
Automation to Boost Sales and Marketing
Marketing Magazine ArticleIn the rush to automate, the marketing and sales function is the next frontier. As everybody knows, over the past decade information systems have been making great inroads in engineering and manufacturing. Automation has cut direct labor to a small fraction of production costs—an average of 8% to 12% in manufacturing companies. Therefore, wringing yet […] -
China’s In-Store Wars
Marketing Digital ArticleIn China, the battle for the consumer is often won — and lost — not in factories or on television screens, but on store floors. As many as 45% of Chinese consumers make purchase decisions in real time, inside shops, according to surveys we have conducted, compared to just 24% in the US. Moreover, 56% […] -
Why Do Companies Succumb to Price Fixing?
Government policy and regulation Magazine ArticleWhen Ben Franklin wrote Poor Richard’s Almanac and the words, “A little neglect may breed great mischief,” he did not have price fixing in mind. To the 47 executives in companies in the folding-box industry convicted of price fixing, however, the words seem tailored to fit. In those companies convicted under antitrust laws in 1976, […] -
B2B Customers Expect More Than Ever. Demand Centers Can Help.
Sales & Marketing Digital ArticleCompanies like Microsoft and Intuit have started bringing sales and marketing teams together to craft a coordinated customer journey. -
Gaming Social Media Is Counterproductive
Social media Digital ArticleContrary to popular belief, social media is not naturally more resistant to marketing tricks. It can be gamed. On Twitter, services exist to boost your follower count and give the impression that you’ve got a vast high-quality network. Bloggers can write articles rich with links that draw the attention of others who would hopefully link […] -
Shift Your Organization from Panic to Purpose
Sales & Marketing Digital ArticleBusiness as usual is impossible. Now is a perfect time to re-evaluate. -
Fighting Bias on the Front Lines
Diversity and inclusion Magazine ArticleLearn to detect subtle discrimination in your customer service. -
The Rising Tide Lifts One Boat Most of All
Marketing Digital ArticleForget pie-splitting. This ocean idiom is the new reality of category growth. -
What Sales Leaders Need to Excel Over Time
Sales and marketing Digital ArticleBeing a lifelong learner is essential.
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Dakota Industrial Co. Ltd: Sustainable Garment Manufacturing in a Fast-Fashion World
Global Business Case Study11.95View Details This case explains how Dakota, a medium-sized garment maker headquartered in Hong Kong, built its sustainability program while serving a US$3 trillion... -
Dwyane Wade
Sales & Marketing Case Study11.95View Details In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business... -
Essential Explorations at MUJI
Sales & Marketing Case Study11.95View Details Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills... -
Freshworld: Marrying The Art of Street Vending With The Science of Modern Retail
Innovation & Entrepreneurship Case Study11.95View Details The case tracks the evolution of FreshWorld, a unique mobile fruit and vegetable vending (FnV) startup in India. It gives a snapshot of the dilemmas faced... -
Applying the principles of branding to build personal brands
Leadership & Managing People Case Study8.95View Details In this note you will find a summary and an overview of the principles of branding, as well as an illustration of application of these principles to build... -
Indesit Company: Does Global Matter?
Global Business Case Study11.95View Details In 2007, the leadership of the Indesit Company is focused on long-term corporate strategy. After 3 decades, the company has emerged as the number 2 home... -
Hot Wheels at Mattel: Reinventing the Wheel
Sales & Marketing Case Study11.95View Details In 2017, Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., were considering which... -
Fortis Industries, Inc. (A)
Sales & Marketing Case Study11.95View Details Fortis Industries' packaging division manufactures steel and plastic strapping. In 2007, the company underwent a leveraged buyout. The case focuses on... -
Allegiant Airlines: Finding a New Customer Segment
Leadership & Managing People Case Study11.95View Details Founded in 1997, Allegiant Airlines (Allegiant) was one of the most profitable ultra-low-cost airlines in the United States. Allegiant maintained high... -
Casper Sleep Inc.: Marketing the "One Perfect Mattress for Everyone"
Sales & Marketing Case Study11.95View Details "A Warby Parker of mattresses? Somebody is going to do it. Why not us?" This was the topic of a conversation begun in spring 2013 among Gabe Flateman,... -
Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home
Sales & Marketing Case Study11.95View Details Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies... -
Ready-to-Eat Breakfast Cereal Industry: Philip Morris
Strategy & Execution Case Study5.00View Details Supplements Ready-to-Eat Breakfast Cereal Industry in 1994 (A). -
Radiohead: Music at Your Own Price (A)
Sales & Marketing Case Study11.95View Details In October 2007, the British band Radiohead caused a stir when it announced it would allow customers to decide how much to pay for its new album, released... -
What Is Marketing?
Sales & Marketing Book32.00View Details This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized... -
Charles Schwab Corp. (A)
Technology & Operations Case Study11.95View Details A look at the industrial restructuring in the brokerage industry made possible by e-commerce. Focuses the student's attention on the decision alternatives... -
H.E. Butt Grocery Co.: A Leader in ECR Implementation (A) (Abridged)
Technology & Operations Case Study11.95View Details Describes the industry context that has resulted in the development of efficient consumer response (ECR) within the grocery industry and its adoption... -
Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
Sales & Marketing Case Study11.95View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
Tesla: Internationalization from Singapore to China
Strategy & Execution Case Study11.95View Details Elon Musk, the CEO of the U.S.-headquartered Tesla Motors (Tesla), was considering how the company should enter the Chinese market. Less than a year earlier,... -
Keller Fund's Option Investment Strategies
Finance & Accounting Case Study11.95View Details A closed-end mutual fund's decision to study option trading provides an opportunity to study the profit profile and pricing of multiple option investment...
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What Does Your Brand Sound Like?
Sales & Marketing Digital ArticleThe unrealized marketing advantage of audio. -
Why Baseball Seats Should be Priced like Airline Tickets
Pricing strategy Digital ArticleMore than half of Major League Baseball teams are using dynamic pricing. Others should follow. -
How to Penetrate the US Market
Marketing Digital ArticleAccounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […] -
A New Way to Define Value in Drug Pricing
Pricing strategy Digital ArticleAn online tool takes objective and subjective factors into account. -
Authenticity: Is It Real or Is It Marketing? (HBR Case Study and Commentary)
Organizational Development Magazine ArticleMarty Echt, the new head of marketing at Hunsk Engines, is determined to bring the motorcycle maker back to its roots. He says it's not enough to project... -
The Sales Playbook of Successful B2B Teams
Sales & Marketing Digital ArticleAlways be data-driven. -
Dakota Industrial Co. Ltd: Sustainable Garment Manufacturing in a Fast-Fashion World
Global Business Case Study11.95View Details This case explains how Dakota, a medium-sized garment maker headquartered in Hong Kong, built its sustainability program while serving a US$3 trillion... -
Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
Dwyane Wade
Sales & Marketing Case Study11.95View Details In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business... -
Luxury Branding Below the Radar
Sales & Marketing Magazine Article"Inconspicuous consumption"--elite consumers' affinity for discreet rather than traditionally branded luxuries--has become a global phenomenon. Work by...